Video marketing trends: what will be relevant in 2025?

26.11.2025

According to the latest research, more than 90% of users prefer advertising content in video format. In 2025, video advertising remains the most effective way to promote products, services, and companies. However, given the oversaturation of the media space with intrusive advertising, brands that do not want to drown in the noisy sea of information need to develop unique and effective strategies. Companies are aided in their promotion by videos that are gaining popularity on major platforms, well-designed advertising campaigns, and a rejection of hackneyed marketing techniques.

Major video platforms in 2025

The video format works great in marketing, demonstrating high effectiveness over decades of use. Today, advertising videos are a key element in brand promotion, helping to increase audience engagement, boost sales conversions, and strengthen the connection between the company and the consumer.

The main global platforms for video content in 2025 are:

• YouTube – the largest video hosting service, allowing users to create and upload both long videos and content in Shorts format;
• TikTok – the recognized leader in the short video genre, providing viewers with spectacular and dynamic videos ranging from 15 seconds to 1 minute in length;
• Instagram Reels – a rapidly growing competitor to the two giants, offering vivid emotions in short vertical videos.

To choose the right platform, you need to analyze the goals of creating video content, know the interests of your audience, and take into account the features of each platform. YouTube maintains its leadership in the field of long videos and broadcasts, allowing you to monetize content, while TikTok and Reels are ideal for short entertainment videos.

Short content: a format for attracting attention

Studies show that the attention span of modern Internet users is constantly decreasing. Therefore, when talking about what content is currently trending, it is worth mentioning mini-format advertising. Today, short-form content is reaching a new level of development, becoming the main content viewed around the world — both on social networks and video hosting sites.

In recent years, short videos have made a real breakthrough, with great potential to go viral thanks to their conciseness, dynamism, and lack of complex plot twists. Corporations such as Nike, Gucci, Rhode, and the Ukrainian cosmetics brand Lipss can boast successful short-form campaigns.

The most popular platforms for video content are:

• TikTok (up to 1 minute) – with a vertical video format, access to an extensive music library, and the ability to add effects, text, and stickers;
• YouTube Shorts (up to 3 minutes) – with vertical video format and access to the YouTube track library;
• Reels (up to 3 minutes) – with vertical format, the ability to add music from the Instagram library to the video, as well as add video text, effects, and stickers.

Despite the unique features of each platform, the general aspects are universal, as they assume a vertical format for viewing from a smartphone, conciseness, and a bright and dynamic plot. Given these requirements, you can create short videos that will become popular on all of the above platforms.

The use of artificial intelligence

With the advent of artificial intelligence (AI), the creative possibilities for creating advertising content have expanded significantly. Marketers no longer need to rack their brains and spend time creating text and scripts to convey the idea of brand uniqueness to their audience.

To create a personalized video production in Kyiv using AI, all you need to do is come up with a theme for the video. A brief idea is enough for the neural network to write a colorful and detailed script for the video.

In addition to significant time savings for the author in writing complex text, AI generates error-free material in a consistent style, preserving the brand’s unique voice and style of communication with its audience.

In 2025, virtual presenters (“avatars”) are successfully used. They can be the face of the company, participating in advertising, as well as advising viewers, conducting live broadcasts, and answering questions in real time. The tool allows you to create characters using image synthesis and voice deepfake.

Virtual presenters can work 24/7, they don’t need to hire makeup artists or stylists, pay for new looks, because all visual changes are made in the program. Digital presenters save time, money, and effort for authors when creating commercials.

Storytelling and brand identity

Storytelling helps to tell the story of a brand and its products and effectively convey its advantages to the target audience. Brands use storytelling in the form of text, graphics, and audio, but the most popular and effective way to present a story to a wide audience is through video. Such video content, which evokes a strong emotional response, gets the most views (thanks to word of mouth, which is promotion).

Popular video formats in the storytelling genre:

• “monomyth” – the story of a character who goes through many trials but ultimately gains strength and becomes a hero;
• “False start” – a story that shocks the viewer with an unpredictable 1800-degree plot twist, increasing engagement through emotion.
• “Sparkline” – a story that reveals an idea through comparison or contrast: one character suffers a fiasco, while another in a similar situation overcomes circumstances and achieves success.

Storytelling in video marketing is used not so much for direct sales as for emotional response, positive association, and trust in the brand. There is no irritation from intrusive advertising that screams about the benefits of a product or service.

When talking about themselves in a storytelling format, brands are not afraid to show the world their imperfections, conveying: “Yes, we faced problems, but we overcame them, and the video shows our whole story without Photoshop.” This brings brands closer to consumers, making corporate giants human and understandable.

The trusting format of an image video allows you to tell viewers not about an infallible ideal, but a simple and understandable story about ups and downs, mistakes and their correction, difficulties on the way to the top — and evoke sincere empathy from the audience.

Video and e-commerce

Using video in e-commerce helps expand your audience and effectively influence all stages of the sales funnel, allowing you to:

• establish trust with your audience;
• identify consumer problems;
• present products correctly;
• analyze and eliminate possible objections;
• close successful deals.

When describing content trends for 2025, it is worth mentioning interactive elements in advertising. Interactivity refers to features that, in contrast to passive viewing, allow the audience to interact with the video material, prompting them to take action. These include tests and surveys, online calculators, and buttons that call for action (e.g., go to the company’s website or product page, request a callback).

A good example of interactivity is live streaming, which allows a brand to communicate directly with its target audience. Streams increase trust in the company thanks to the “question-answer” format, promote full-fledged dialogue with customers, interaction, and community building.

Videos with exclusive offers — promotions, discounts, gifts (“buy two items, get the third one free”) — are a very effective tool for increasing conversion rates. Such video content for business allows you to get ahead of your competitors by inspiring trust and forming a positive brand image in the customer’s mind.

Video campaign analytics and optimization

The most important part of an advertising campaign is evaluating its effectiveness.

To evaluate the effectiveness of video advertising, marketing uses basic metrics:

1. Audience reach. This metric is used to determine how many viewers have seen the video by measuring the total audience size.
2. Total number of video views. This parameter shows how many times the material was shown to viewers, but does not take into account audience engagement — that is, the number of views of the video from start to finish.
3. Average viewing time. This metric allows you to understand how many seconds or minutes viewers spent watching the video; it shows how effective the material was and whether it managed to interest the audience.
4. Number of views to the end. Views are an important indicator of viewer engagement, reflecting the quality of video content and showing which content is most popular.
5. Conversions. This metric clearly shows how many users performed a specific action that the video encouraged them to do (purchased/ordered/subscribed). Conversion is the main parameter that confirms the success of the chosen strategy and, if necessary, helps to improve it.

When it comes to analytics, marketers are also actively using AI technologies to predict trends in 2025. When configured correctly, AI tools can successfully replace a team of advertisers. Artificial intelligence monitors social networks, analyzing user interests and behavior, as well as Google queries and current news. Together, this allows a brand to predict future trends and significantly outperform competing companies.

Conclusions

Video campaigns are the most important part of promoting a product, service, or brand in the world. According to data for 2025, about 93% of brands use videos in their advertising campaigns. Today, video marketing uses new technologies that make content more interesting, vivid, and attractive to viewers, which means increasing sales conversions and effectively promoting the brand on the market.

To increase engagement, companies use super-popular short videos and storytelling techniques that offset the shortcomings of intrusive advertising. Artificial intelligence helps implement effective promotion strategies in 2025 by generating scripts and creating virtual hosts. AI also assists marketers in analyzing and optimizing video campaigns by identifying the most popular topics for videos and successfully predicting trends based on monitoring social media, news, and popular searches.